The Impact of Brand Consensus on Board Reponse: Do homogeneous Brand Associations Benefit the Brand?

Oliver Koll, Sylvia von Wallpach, Sophia Platzgummer

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Original languageEnglish
Title of host publicationProceedings of the 41st EMAC Annual Conference
EditorsPaulo Rita
Number of pages7
Place of PublicationLisbon
PublisherEMAC
Publication date2012
ISBN (Print)9789897320040
Publication statusPublished - 2012
EventThe 41th EMAC Annual Conference 2012 - ISCTE Business School, Lisbon, Portugal
Duration: 22 May 201225 May 2012
Conference number: 41
http://www.emac2012.org/r/home

Conference

ConferenceThe 41th EMAC Annual Conference 2012
Number41
LocationISCTE Business School
CountryPortugal
CityLisbon
Period22/05/201225/05/2012
Internet address

Cite this

Koll, O., von Wallpach, S., & Platzgummer, S. (2012). The Impact of Brand Consensus on Board Reponse: Do homogeneous Brand Associations Benefit the Brand? In P. Rita (Ed.), Proceedings of the 41st EMAC Annual Conference EMAC.